If you’re familiar with David Beckham’s body (ahem) of work for H&M, you know that he’s not afraid to show a little skin in the service of showing off his line of bodywear. You may remember this, or this, or possibly this steamy video. And his commitment to the cause hasn’t wavered a bit, as you can see from the latest round.

In the steamy black and white ads, the soccer star shows off his abs, tattoos and upper-thigh region in an assortment of styles, from skintight boxer-briefs to fashion-y tees. He also expands his repertoire beyond swim and underwear, including a few pairs of sweats (as seen below, right) that are equally cozy and cheeky.

One thing that’s slightly different from previous campaigns? The soccer star doesn’t let his abs do all the talking. The photos share plenty of focus on his chiseled mug and tousled hair, leading us to think he could be a perfect lead model if his wife ever starts that men’s clothing line.

Products aimed for guys but adds likely targeted to women. Strictly on sales and marketing who is supposed to buy the underwear?

MEG
on July 2nd, 2014

What happened to him?
Not as good looking as he use to be.

Marianne
on July 2nd, 2014

Doesn’t matter who it is, I like something left to the imagination. Nothing is less attractive to me than showing everything. Meh.

Marcy
on July 2nd, 2014

too bad he has tattoos…yuck! what a turn off

Annie
on July 2nd, 2014

Hugh Jackman would look better
in these ads. ❤️❤️

Lisa
on July 2nd, 2014

Sexy to whom? I guess he’s ok if you like “stick men”! He is entirely too skinny…yuck!

GP Stoll
on July 2nd, 2014

I might find him more attractive if it didn’t look like a toddler took magic marker and drew all over him.

Michael
on July 2nd, 2014

Too much tats! Not sexy at all! As one gets older with that many tats, they just look dirty and awful on the body. Reminds me of my patient…it was so hard to do testing on him since he was so covered in tattoos. Made it real difficult to do my job. I don’t know…sorry he just looks so dirty! Just my opinion.

Rebecca
on July 2nd, 2014

This guy is not hot. He may have a nice body because he keeps himself in shape, but he’s not attractive at all.

great
on July 2nd, 2014

Yummy! He has aged so well (: I can totally see why the ads are targeting women…. once a guy is married he goes with whatever undies his wife likes!